Digital Marketing for the Health & Wellness Industry
From wearable fitness technologies to vitamins and weight loss supplements, the health and wellness market is projected to be the next trillion dollar industry. With such a growing concentration of new products and retailers, it’s important you focus on expanding into emerging markets and differentiating your brand across multiple marketing channels. It’s also important to take a fresh approach to advertising, making sure to become visible in new ways.
For health and wellness companies, Amazon and Google Shopping are powerful marketing tools. Video is another useful tool that can demonstrate the value of the product – from weight loss videos to the proper use of exercise equipment. In addition, SEO for health products is a key when marketing within the industry.
How can I improve results in Google Ads?
Google Ads is constantly evolving and health and wellness companies need to evolve with it. Some ways to increase performance include ongoing product optimization, campaign segmentation in Shopping, and bid strategy.
It’s important to regularly evaluate search terms being used to find your products. You may find it beneficial to further narrow the audience and ensure quality traffic by adding negative keywords as needed to prevent wasted spend.
Campaign organization plays a large role in the efficiency of your ad spend. With effective use of campaigns, ad groups, product groups, custom labels, and an intelligent bidding strategy, you can target your audience through easy-to-manage product breakouts.
When a nationally-known wellness company lost ground due to competition from others selling their own brand, they came to us in search of a new plan to help them improve their position. We utilized a strategy that combined Smart Shopping campaigns and Google Search, and although competition is higher than ever, they saw a:
- 30% increase in CTR
- 12% decrease in CPC
- 50% increase in ROAS
- 22% increase in revenue
What challenges might I face in Google and Amazon when selling health & wellness products?
As a business selling on Amazon or Google Shopping, there are a number of restrictions you need to keep in mind. If you violate these policies, the platform may disapprove the ads, and suspend the account if measures are not taken to comply with regulations.
Prohibited Ingredients & Products
Anabolic steroids, human growth hormone (HGH), P57 Hoodia, anything related to ephedra, herbal Viagra, Muscle Mass, Zicam Cold Remedy Swabs Kids Size, and more are on the list of supplements you can’t sell using Google Shopping. View a list of disapproved products here.
Phrases like “cure for the common cold,” “best” and “#1” are not allowed and will get your product disapproved. If these descriptions are not in your shopping feed, but are on your site, this is still grounds for disapproval.
Amazon regulates categories such as health and personal care to protect their customers and themselves from fraudulent products. To sell in the health category, sellers must be on the Professional selling plan, meet strict seller performance targets and prove with documentation from the manufacturer that their products will be available for restock. Other requirements include:
Products must be sold as “new” and listed under the manufacturer’s UPC
Products must include a list of ingredients in the product detail page
The product’s secondary images must include photos of the ingredients
Should I implement Amazon EBC for health & wellness?
If you’re enrolled in Brand Registry, you should take advantage of Enhanced Brand Content. Consumers in the market for health and wellness products want to feel confident in their purchase. From yoga supplies to essential oils, consumers in this industry are searching for products that lead to self-improvement.
Utilizing EBC or A+ Content for fitness equipment or supplements will build confidence in your product. Additional visually appealing content can portray real-life results, allowing consumers to feel more at ease purchasing from your store.
An essential oils producer came to us to help increase sales in the Amazon marketplace. They had Brand Registry and had tried their hand at EBC, but weren’t getting the results they hoped for. Our program included managing their Amazon Advertising, and updating their EBC with new content and optimized images. In a 90-day YoY comparison, the client experienced a:
- 343% increase in sales
- 366% increase in items ordered
- 67% decrease in ACoS
What experience do we have in the industry?
We have a history of successful marketing programs for vitamin suppliers, specialty health retailers, ecommerce brands, importers, and wholesale distributors. We’ve helped a variety of clients overcome approval challenges. We have specific experience making sure vitamin and supplement product listings are compliant with Google Shopping and Amazon policies.
As a Google Premier Partner, we have a high level of support available for our advertising across Google. If one of your products has an issue, we are more connected with support teams at Google to help us resolve the problem.